Innovation consumer behaviour and food marketing

This unit extends industry approaches to product innovation with specific focus on the food and beverage industry. This unit investigates how to achieve consumer appeal through techniques such as customer focused innovation and sensory science techniques to consider branding, media selection and positioning to influence behaviour, category management principles and retail readiness. Additionally you will encounter challenges and opportunities facing the translation and commercialisation of food science, while considering the stakeholders and regulations that oversee the innovation process. You will communicate commercial concepts to stakeholders using multi-media communication tools, and commercialisation strategies.

The unit teaches evidence based problem solving and predictive thinking through the analysis, critique and interpretation of empirical economic and business data and established commerce theory relevant to the food industry. The unit develops your ability to disseminate complex consumer and market data to communicate innovative design to a variety of stakeholders in the food industry.